03231nas a2200349 a 4500 20260818134407.0 240808s20249999th u m tt 000 a eng d .b12432076 AIT RSPR no.SM-24-07 Adhikari, Ankit The impact of responsible brand leadership on brand evangelism in tourism : the mediating role of consumer wisdom Pathum Thani : Asian Institute of Technology, 2024 53 leaves : ill. + 1 online resource Research studies project report ; no. SM-24-07 A research submitted in partial fulfillment of the requirements for the degree of Master of Science in Buiness Analytics and Digital Transformation Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2024 This thesis examines the relationships between responsible brand leadership (RBL), consumer wisdom (CW), and brand evangelism (BE) within Nepal's tourism sector. It addresses the crucial need for sustainable tourism practices to preserve Nepal's cultural heritage and natural beauty. The study investigates how emotional connections between consumers and brands drive brand evangelism and influence sustainable travel behaviors, highlighting the role of consumer wisdom in making environmentally friendly decisions. Despite growing interest in the interplay between RBL, CW, and BE, a notable gap exists in literature, particularly within the tourism sector. This research fills this gap by examining the mediating role of consumer wisdom in the relationship between responsible brand leadership and brand evangelism. It aims to develop strategies that enhance brand loyalty and advocacy by fostering responsible brand connections and promoting consumer wisdom. Analyzing data from international and domestic tourists, the findings emphasize the importance of responsible leadership in enacting eco-friendly policies and engaging communities. Additionally, the research underscores consumer wisdom's potential to drive sustainable consumption behaviors and support sustainable travel demand. This thesis contributes to understanding how tourism businesses can balance economic growth with sustainable development, ensuring long-term resilience and societal well being. The insights provide valuable guidance for policymakers, tourism operators, and consumers in fostering a more sustainable and responsible tourism industry in Nepal. Tourism Nepal Junaid, Muhammad, Chairperson Badir, Yuosre F.M., Examination Committee Ullah, Hayat, Examination Committee AIT Scholarship , Scholarship Donor Asian Institute of Technology. Research studies project report ; no. SM-24-07 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B21091 .b12432076 mnait a 240814 0 240813 m a a 4 mnarc 67 Barcode : - CREATED : 2024-08-08 RECORD # : i1350812x LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 58160 58160 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no.SM-24-07 2026-08-18 13:44:07 2026-08-18 67